Employer Branding in Sri Lanka: Evolution of Social Media and Embracing the Role of Team
Role of Team Member Employer branding is not just about being an employer; it’s about being a partner, a mentor,
Role of Team Member Employer branding is not just about being an employer; it’s about being a partner, a mentor,
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Tell me about yourself. What initially drew you to a career in human resources?
From a young age, I was passionate about science, and I pursued a degree in microbiology from the University of Bangalore. However, after realizing that lab work wasn’t for me, I explored other avenues and eventually found my way into HR by chance when I joined Singer as a management trainee. This role opened my eyes to the potential impact HR can have, and I embraced it as a way to make a meaningful difference in people’s lives and businesses.
Your career at Singer spans over 17 years. How has the HR landscape evolved during this time, and what significant changes have you witnessed?
The HR function has transformed dramatically, primarily due to advancements in technology. When I first started, HR involved a lot of manual processes. Today, much of the workload is managed by tech solutions, allowing HR professionals to focus on innovation and employee engagement. Tools for talent development, employee experience customization, and best practices research have streamlined operations, enabling smaller teams to manage larger workforces more efficiently.
As Senior Assistant Manager of HR, what have been some of the most rewarding and challenging aspects of managing HR at Singer?
Balancing employee satisfaction with organizational success is a core challenge, especially with a large, diversified workforce. HR often gets overlooked when things run smoothly but becomes the target of complaints when issues arise. Despite this, I’ve found great fulfillment in seeing employees grow and succeed. I’ve managed our internship program, many of whose participants have gone on to prominent roles. The Singer well-being program has also been a rewarding tool for promoting employee wellness and engagement.
Of course, there are challenges too. HR professionals can’t always meet every demand, and female managers often face biases that male counterparts do not. But as Steve Jobs said, loving what you do can help you overcome such obstacles, and I choose to focus on the rewards rather than the challenges.
Singer Sri Lanka has a rich history. How does this legacy influence HR policies and workplace culture today?
One of the reasons I’ve stayed at Singer for so long is the people and culture. Singer has always been a company that values its customers, both external and internal. Our policies reflect that by fostering a work environment where employees feel valued, grow as professionals, and contribute to something meaningful. It’s a place where people feel at home, and that’s what we aim to create through our HR policies.
You’ve worked in areas like employer branding and onboarding. What best practices have contributed to employee retention and engagement at Singer?
Creating an authentic employer brand is key. Job seekers today are well-informed and can see through marketing gimmicks. Honesty in branding and aligning company values with employee expectations helps attract and retain the right talent. In terms of performance management, a system rooted in transparency and fairness is essential. Employees need clear goals and a reward system that reflects their contributions.
Onboarding is another critical area. We’ve had to refine our approach over time, focusing on effective integration of new hires into the company’s culture and operations. Ensuring they have the resources they need and following up regularly during their initial months are key to retaining talent.
What initiatives have you spearheaded to foster leadership skills among employees?
Leadership, in my view, is a combination of innate potential and guided development. At Singer, we use several tools to nurture leadership. One of my proudest contributions is being a founding member of the Singer Toastmasters Club, which has been a great platform for employees to develop their communication and leadership skills. We’ve also refined our internship program, helping undergraduates build successful careers.
As an L&D professional, I’ve been involved in numerous development programs aimed at fostering leadership skills among high-potential employees. Some have gone on to study abroad and secure dream jobs, thanks to these initiatives.
How does Singer balance its multi-brand strategy with maintaining a cohesive corporate culture? Are there unique HR strategies for managing a diversified workforce?
Singer’s workforce is highly diverse, comprising individuals of different ages, ethnicities, and educational backgrounds. The key to maintaining harmony is treating everyone equally. We don’t have separate rules for different groups, and our policies are applied uniformly across the board. Our open-door policy encourages employees to share ideas and concerns, fostering a culture of transparency and inclusion.
How important is employer branding in today’s corporate world, and how do you ensure that Singer stays competitive as an employer of choice?
Employer branding is crucial in today’s talent-driven market. There is intense competition for skilled candidates, and companies need to clearly communicate their values and the benefits they offer employees. However, it’s not just about marketing — the actual experience employees have must align with the brand message. At Singer, we focus on crafting an authentic story that resonates with potential hires and current employees alike.
What role does technology play in HR at Singer, particularly in performance appraisal and onboarding processes?
Technology has become indispensable in HR. We’ve implemented a cloud-based performance management system that allows continuous performance conversations and links increments to outcomes. While we’re still exploring onboarding tools, we believe in carefully assessing new tech to ensure it fits our unique needs. Technology is a valuable tool, but it must be chosen wisely to avoid creating new challenges.
What impact do you hope to leave behind in HR, both at Singer and in the wider community?
My goal is to create lasting, valuable change. I want to help individuals reach their potential and build a better world, not just through my work at Singer but also within the broader HR community. I believe in growing talent, fostering leadership, and making a meaningful impact that endures beyond my tenure.
What advice would you give to young HR professionals looking to build a long-term career in the industry?
Patience, perseverance, and a thirst for knowledge are essential. Young professionals today have incredible potential but often lack the patience to see things through. My advice is to avoid comparing yourself to others, as everyone’s journey is different. Be honest, build solid relationships, and don’t be afraid to analyze trends before jumping on the bandwagon. Above all, stay true to your values and focus on creating a positive impact.